The activation of local service suppliers by incoming tour operators in a “developing” destination – the case of Madagascar

This article elucidates how organised tourism initiated by the international tour operator system can involve local actors in a developing country with a young tourism industry. The empirical basis is incoming tour operators in Madagascar with the focus on their policies and practices in getting involved with local tour operators and individual providers of service by the realisation of their programs for international markets. The study adopts a qualitative approach based on personal interviews with incoming tour operators located in the capital city of Madagascar. The central theoretical frameworks applied are primarily from the research literature on partner selection and cooperation in exchange relationships (channels of distribution) and contract theory and the results are discussed within in the wider perspective of local competence development and sustainable tourism. The findings demonstrate that incoming tour operators have a quite limited involvement in the cooperation with local actors and uncover the problems linked to partner-specific, local attraction-specific and context-specific factors. The study offers an insight into a field that has been scarcely illuminated empirically by research and it is believed that the results have relevance beyond the geographical context of the research.